NEW YORK-Hollander Home Fashions is formally debuting its Ralph Lauren licensed collection of basic bedding at this week’s New York Home Fashions Market.
The line, branded under Lauren Ralph Lauren, consists of bed pillows, mattress pads, comforters and blankets, with down and down-alternative fills. Retail price points for bed pillows will range from $9.99 to $19.99, and for comforters the retail price points will range from $109.99 on up. Channels of distribution will be department stores and better specialty stores, the same as those for the Ralph Lauren Home decorative bedding collection.
According to Chris Baker, Hollander’s CEO, the license agreement between the two companies was signed a few months ago, giving Hollander the basic-bedding license formerly held by WestPoint Home. Baker said shipments of Hollander’s merchandise will begin on Jan. 1, 2013, and that Hollander will assume the remaining shipments of WestPoint’s Ralph Lauren basic bedding at that time.
Lauren Ralph Lauren has thus joined Hollander’s growing licensed-brand portfolio, which also includes Laura Ashley, Court of Versailles, Waverly, HoMedics, Obusforme and Royal Velvet, among others. Explaining why Hollander took on the Lauren collection, Baker said, “We wanted to develop our department-store business and our better specialty-store business.” He added that the Lauren basic-bedding collection, which he said now accounts for $60 million annually, should exceed $100 million in the next two years.
Describing Ralph Lauren as “a master brand builder,” Beth Mack, Hollander’s president of sales and merchandising, said the new license “allows us to highlight our current capabilities in fill development and fabrication development. We have been successful at placing quality products at a good price/value equation.”